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Month: March 2018

patient influencers and #bigpharma

Once referred to as e-patients. Today is known as patient leaders or patient influencers.  The internet is making it easy for people to share information. This means patients can easily reach out to other patients. Is #bigpharma working with patient influencers?

Who are the patient influencers?

  • They are educated, aware and engaged patients
  • They are real people
  • They are trusted by their followers
  • They deliver value to their followers
  • They are influential with their followers
  • They are considered a credible and reliable source
  • Patient influencers build relationships with followers through engagement, providing information, sharing information

Where can you find patient influencers?

  • They can be found on different social media platforms
  • Most patient influencers are active on Twitter and Facebook
  • Patient influencers also blog
  • Great resource to find patient influencers is symplur
  • What kind of information do they share?
  • Information about their condition
  • Coping and support with illnesses
  • Conference updates
  • Clinical trial updates
  • Treatment options
  • Experiences
  • Resources

Do they drive conversations with other patients and healthcare professionals?

  • Yes
  • Tweet chats are an excellent means of bringing together patients, physicians and other healthcare professionals discussing important topics (check out symplur healthcare hashtags tweet chats)

How can #bigpharma work with patient influencers?

  • First and foremost you need to build a relationship with them
  • Treat patient influencers as real people with real value
  • Identify those where you can find a shared value
  • Listening to what patient influencers are saying online
  • Invite patient influencers to your events
  • Create patient influencer-generated content
  • Do not treat patient influencers like testimonials – this not about advertising
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are chatbots a fit for #bigpharma

There is a lot of noise around using chatbots to get things done. Are chatbots a fit for #bigpharma?

 

What are chatbots?

Advantages of using chatbots?

  • It is like chatting with a live person
  • Available 24/7
  • Can simultaneously have many conversations with many people, whereas humans can only communicate with a human at a time
  • Replaces calling, some people prefer to text rather than calling

Why should pharma care about chatbots?

According to Business Insider :

*the combined user base of the top four chat apps is larger than the combined user base of the top four social networks. Chat apps also have a higher retention and usage rates than most mobile apps. Finally, the majority of their users are young, an extremely important demographic for brands, advertisers and publishers.*

 

There’s the elephant in the room, what about adverse events? Some suggested solutions could be the following:

  • A chatbot can be set up to identify keywords or mentions, which can then be forwarded and handled by a live person and sent onward to the pharmacovigilance group
  • #Bigpharma will need to step their game and monitor their own social media and online communities so as to capture adverse events

Some potential use of chatbots for pharma?

  • Making appointments between sales reps and physicians
  • Corporate news bulletins
  • Clinical trials update
  • Clinical trials recruitment information
  • Customer service
  • One pharma company launching their chatbot

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pharma: community versus audience

Community or audience on social media? There is a need to always build and grow your online audience. But has pharma developed a strategy to develop and grow an online community? What is the difference between an audience and a community? And is one more important than the other?

What are some of the distinguishing features of a community?

  • A community is interactive
  • A community brings link minded people together
  • A  community involves naming the group or events by proper hashtag
  • A community uses insider jargon, wit, phrases, memes
  • A community helps each other out
  • A community is brought together by a passion

What are some of the distinguishing features of an audience?

  • An audience listens
  • An audience follows
  • An audience shares relevant information

Which is more valuable?

  • Both are very important
  • An audience can develop into a community & made to feel a part of something

Do you need different strategies for each?

  • Yes, building a community involves a different strategy than building an audience
  • Are you starting meaningful conversations?
  • Are you engaging in the conversations?
  • Are you asking for input from your community?
  • What value do you bring to the conversation?
  • Ask yourself can the community continue without you?

Some ways for #bigpharma to turn their audience into a community?

  • Pharma could start to build a community around disease or healthcare topics
  • Pharma can work towards a shared purpose go beyond their individual needs
  • Pharma can work towards building a greater relationship between community & the organization
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how can #bigpharma set themselves apart on social media

Everyone is competing for an audience and share of voice on social media platforms. So how can #bigpharma set themselves apart on social media? Broadcasting messages and touting products don’t always work with social media. There is a need to let go of the old and look for opportunities in the new wave of engagement.

Develop a unique voice

  • Every company has a unique culture, therefore, make your message your own
  • Stop broadcasting messages and be creative with your content
  • Get your employees on board – they speak the voice of your company

Your audience is your social currency

  • Speak in a way that your audience can connect with you
  • Pay attention to the language they use
  • Make sure your social media posts fit the voice of your audience
  • Involve your audience, ask them for input

Be authentic

  • Honesty is the number one trait people want to see online
  • People trust people
  • Be informative and helpful
  • Be witty & funny
  • Be relevant

Select the right social networks

  • Know where your audience is
  • Know how the audience use their social channels

Engage, engage, engage

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